Aristocrats of Motordom

Baker Electrics: Snob appeal worked wonders (for a while)

Feature Article from Hemmings Motor News

Electric-powered vehicles have often been regarded as the rich, eccentric great-aunts of the automotive family, relegated to the back of the photo album. But this was not always the case. Between approximately 1905 and 1915, electrics built up quite a following, especially within the top echelon of society.
The Baker Motor-Vehicle Co., based in Cleve-land, Ohio, was, for a time, the biggest producer of electrics. Extensively marketed to members of high society through magazines, including Life and Literary Digest, our headline is a direct quote from a popular ad series. The ads began with a reasonable premise: Women of means should have the freedom to drive themselves about in a vehicle that was quiet, dignified, stylish, enclosed from the weather and easy to operate.
Limited driving range between battery rechargings has often been cited as a concern for electrics, and is generally reported to be 20 to 50 miles, though Jay Leno apparently has much better luck. In a 2002 interview with Popular Mechanics, discussing modern alternative-fuel cars, he reports, "As far as electric cars go, the technology isn't really new. I have a 1909 Baker Electric that goes 110 miles on a single charge." ...but we're guessing not at L.A.-highway speeds.
The same lead-acid battery technology that provided regally silent horsepower also had some inherent problems, primarily weight. Corrosive sulfuric acid was an issue as well; batteries deteriorated even when not in use, and were sensitive to cold temperatures.
Price was an issue that appeared to be skirted through "snob appeal" marketing. Drivers and passengers were fashionably attired and placed in lush settings. Ads spoke of luxurious accommodations and quality materials; price seldom crept into ads until later years.
But those horrid internal-combustion automobiles were increasingly becoming all the rage, and market share for electrics was falling quickly.
Baker advertisements eventually got around to addressing concerns of price, speed, weather and range, but it may all have been too late. A 1907 ad claims "80 miles on one charge," while a 1915 Light Coupe ad attacks on all fronts: The price has been reduced from $2,800 to $2,475; speeds up to 23 mph are claimed, and a range of 50 to 85 miles per battery charge is promised. The Light Coupe itself "Weighs a half-ton less than heavy electrics." Another ad from 1915 shows the Light Coupe discreetly parked in snow; perhaps it should have been shown at full tilt, spouting roostertails of slush.
Keep in mind that internal-combustion-powered vehicles of the time were relatively inexpensive, excessively noisy, back-firing, smoke-belching, fume-spewing terrors-on-wheels that scared the oats out of horses and children alike--which may explain why more adventurous types took to these vehicles in droves.
Baker was soon losing sales to competitor Detroit Electrics as well. A merger in 1915 produced the Baker, Rauch & Lang Co., and the last Baker Electric was built in 1916. Various electrics continued on for several years, but soon were all but forgotten as internal-combustion vehicles took over the roads.

This article originally appeared in the December, 2006 issue of Hemmings Motor News.